SWA EVENT - June 10, 2009 - Retail Environment is the true battle field for FMCG companies. With the spirit to objectively portrays the ‘battle field’, and also highlighting those (companies) who performs well

SWA EVENT - June 10, 2009

Background

• Retail Environment is the true battle field for FMCG companies. With the spirit to objectively portrays the ‘battle field’, and also highlighting those (companies) who performs well in winning the battle, we initiative Indonesian Best Distribution Award. Partnering with SWA – a leading business publication - this award captures key determining variables to win the competition in retail environment, e.g.
  • Salesman’s Service Level
  • Frequency  of Salesman Visit
  • Complaint Handling Management
  • Merchandising Management, and
  • Salesman’s Product Knowledge

• The survey also caters wide range of FMCG products.  In total 15 ‘most active’ category was surveyed, giving our clients not only the ‘competition map’ in true retail environment but also highlighting ‘key indicated improvement areas’ should they deemed to improve their performance.

• The ‘real retail environment’ is able to be captured – as we are focusing our survey on 3 (three) channels (Large P&D; Small P&D; and Kiosk) – where the competition level is very high and in these type of outlets retail marketing execution is in challenge. Covering 7 major cities in Indonesia (Jabotabek, Bandung, Semarang, Yogya, Surabaya, Medan, and Makassar)

• As our effort to get ‘in sync’ with latest retail business dynamics as well as producing ‘actionable survey results’, starting 2010 we broaden the scope of the survey. It is now called “Indonesian Best Trade Marketing & Distribution Award”.

• The framework suggest that in nowadays competition, manufacturers need to see the ‘forces’ in the retail environment holistically. We believe that we should thoroughly looks into 3 (three) stakeholders with each of their ‘determining variables’ e.g.
  • Traders’ Point of View
  • Consumers’ Point of View, and
  • In-Outlet Dynamics

• Factoring these stake holders’ interest would enable us to get better traction on what is happening at store level as well as highlighting key improvement areas to stay ahead of the competition.

Content
Result Summary 2009 from power point

Photos

               
Upcoming Year 2010 result

• Highlights
  • This year is more interesting, because companies need to ‘compete’ in the TRADE MARKETING execution as well – goes beyond ‘account management’ areas. We can now have ‘more fair’ competition – as regardless the size of the business,  Trade marketing execution will play key roles in determining the winners.
• Closing
  • Curious to see the result? Where your companies seen/perceived by Traders? And what about your target consumers’ view on  your brand?
  • Planning & Budgeting time is coming soon…This survey results will equipped you with valuable retail’s portray – so you can prepare it better.
  • Contact us at below details for more info:

Joko Wiyono – Managing Director
QASA Strategic Consulting
Jl. Prapanca Raya No.113, Kebayoran Baru, Jakarta 12160 – Indonesia
Telp. +62-21-721 0225 (hunting)
E-mail: joko@qasaconsulting.com